Digital Marketing
Digital: New Frontier of Marketing
Agenda
• Context - Changing world and changing consumer • What Brands seek & What Marketing does • Traditional vs. Digital – Is it a choice? • Summary - 4 new Orders of Marketing
2
The World is changing
• Deep changes in technology, demographics, business, the economy and the world, we are entering a new age where people take part in economy like never before • Growing accessibility of information & technology puts the tools required to collaborate, create value and compete at everybody’s fingertips.
• Smart companies have started encouraging the growth of massive online communities.
3
Consumers are changing
Create Control
Challenge
Collaborate
4
Nature Of Communication Has Changed Significantly
THEN
Whistle-blowers Disgruntled employee Dirty company secret Effect social change Agenda headlines Opinion former Call the newspapers Confronts boss Buried in the boardroom Million men march The 9’o clock news CEO keynote speech
NOW
Tweet the shareholders Starts FB group Buzzing on social media 140 characters 24 hour rolling news SEO keyword search
5
India is the 3rd Largest Internet Market in the World
Source : Trendspotting
6
What Brands seek is…
RELEVANCE
7
8
What Marketing does…
People
Consume
More
9
10
Because the reality is…
• Consumer will always remain at the heart of Marketing • Consumer Insight and Creativity will drive consumer engagement
11
How consumers are interacting
On Twitter, @PingChat wrote "@OldSpice You have started something big..."
12
What the campaign did
• Day 1 the campaign received almost 6 million views (that’s more than Obama’s victory speech)
• On day 3 the campaign had reached over 20 million views & over 40 mln in a week!
• Facebook fan interaction was up 800%, Oldspice.com website traffic was up 300% • The campaign has generated 1.4 billion impressions in 6 months of launching the ads • The
Agenda
• Context - Changing world and changing consumer • What Brands seek & What Marketing does • Traditional vs. Digital – Is it a choice? • Summary - 4 new Orders of Marketing
2
The World is changing
• Deep changes in technology, demographics, business, the economy and the world, we are entering a new age where people take part in economy like never before • Growing accessibility of information & technology puts the tools required to collaborate, create value and compete at everybody’s fingertips.
• Smart companies have started encouraging the growth of massive online communities.
3
Consumers are changing
Create Control
Challenge
Collaborate
4
Nature Of Communication Has Changed Significantly
THEN
Whistle-blowers Disgruntled employee Dirty company secret Effect social change Agenda headlines Opinion former Call the newspapers Confronts boss Buried in the boardroom Million men march The 9’o clock news CEO keynote speech
NOW
Tweet the shareholders Starts FB group Buzzing on social media 140 characters 24 hour rolling news SEO keyword search
5
India is the 3rd Largest Internet Market in the World
Source : Trendspotting
6
What Brands seek is…
RELEVANCE
7
8
What Marketing does…
People
Consume
More
9
10
Because the reality is…
• Consumer will always remain at the heart of Marketing • Consumer Insight and Creativity will drive consumer engagement
11
How consumers are interacting
On Twitter, @PingChat wrote "@OldSpice You have started something big..."
12
What the campaign did
• Day 1 the campaign received almost 6 million views (that’s more than Obama’s victory speech)
• On day 3 the campaign had reached over 20 million views & over 40 mln in a week!
• Facebook fan interaction was up 800%, Oldspice.com website traffic was up 300% • The campaign has generated 1.4 billion impressions in 6 months of launching the ads • The